Digital marketing and the purchase decision process in customers of the company Mi dulce Grazia

Daisy Lilith Saldaña Ríos and Ángel Cárdenas García

Diginomics, 2023, vol. 2, 51

Abstract: The research aimed to determine the relationship between digital marketing and the purchase decision process in customers of the company Mi dulce Grazia, Tarapoto, 2023. For this purpose, a fundamental study, numerical perspective, logical approach, associative level and configuration without direct testing in a specific period was developed. The sample consisted of 92 customers of the company in the current year (2023). For data collection, the survey technique was applied, using the questionnaire as an instrument. The instruments used were reliable, supported by Cronbach's reliability analysis, where the questionnaire related to the digital marketing factor yielded a coefficient that was equal to 0.839, while the purchase decision questionnaire obtained a coefficient equal to 0.927. The results showed that absolutely all facets of online marketing (communication, promotion, advertising and marketing) are positively related to the purchase decision process, with the exception of marketing which has moderate relationship (Rho = 0.686), the other dimensions have strong positive relationship (Rho = 0.821; 0.867 and 0.814) respectively. Therefore, the research concluded that there is a strong and significant positive relationship between digital marketing and the purchase decision process (Rho = 0.858; p

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:digino:v:2:y:2023:i::p:51:id:1056294digi202351

DOI: 10.56294/digi202351

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